Fiasco Design creates radical new visual identity for Hereford College of Arts

Bristol­-based Fiasco
has created a new visual identity and brand toolkit
for a specialist college dedicated to the creative arts.
Hereford College of Arts (HCA) is a rarity; a college dedicated
to arts courses, in a vibrant community that encourages
collaboration and creative exploration.

Students are given the luxury of their own desk space to
personalise, which turns the whole college into a living,
breathing mood board of ideas, textures and collages. A truly
interdisciplinary approach also means that HCA students can
enrol in any workshop across the college when needed.

When it came to their recent brand refresh, Jennie Hermolle,
Head of Marketing at HCA, said: “At Hereford College of Arts we
were looking for an agile agency that shared our creative
ambition for a rebrand of our specialist arts college.

“Given the breadth and diversity of creative work that our
branding needs to integrate with and visually articulate
stakeholders, it was a challenging brief which Fiasco embraced
wholeheartedly. In interpreting and challenging the project
brief, Fiasco demonstrated a natural affinity for our key
audiences and how they could and should be involved in the
journey with us.”

Having spent time researching the college, speaking with key
stakeholders, students and tutors, Fiasco Design developed a
central theme based on the core characteristics of the college;
“customise your creative space”. With this in mind, the
cornerstone of the brand is the HCA monogram; a badge of honour
that is both easily recognisable and perfect for the whole HCA
community to make their own.

The three bespoke letters ‘HCA’ form an incomplete outline in
reference to the brand idea of “limitless creativity” and care
was made to ensure they can be stencilled and easily built to
stand up on their own. The letters resemble solid structural
forms, which suit the ‘hands-on’, pragmatic nature of the
creative courses at HCA.

The brand toolkit is designed to reflect more of the
craft-focused, practical teaching and the eclectic atmosphere
that is prevalent throughout the small campuses. A single
unifying font – chosen to reference letterpress processes –
unites the core of the brand and creates consistency, which
frees up the rest of the identity to show off the students’
work in vibrant, overlapping image mosaics.

Tom Morris, Head of Creative at Fiasco Design, said: “It was
clear that this was going to be a big change for the college
and in a very short time-frame, which made it particularly
crucial that we found a direction that everyone could rally
around right from the start. There is a lot of love for the
monogram, and we’re excited to watch it develop and find new

All images courtesy of Fiasco Design

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